Revlon
American beauty company known for mass-market cosmetics, nail products, fragrances, skincare, and personal care.
Last updated August 31, 2026
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Overview
Revlon is an American beauty company founded in New York City in 1932 by brothers Charles and Joseph Revson and chemist Charles Lachman. The company began during the Great Depression with a single nail-enamel product, using finely ground pigments rather than the dyes common at the time. This process enabled Revlon to offer a broader range of intense, fashionable colors and helped establish the company as a significant cosmetics competitor. It expanded from nail products into lip color, manicure products, face makeup, fragrance, skincare, hair care, deodorants, and other personal-care categories. The Revlon name became closely associated with color cosmetics and coordinated nail-polish and lipstick shades. Its advertising helped make cosmetics more aspirational while retaining broad department-store and drugstore distribution. Campaigns such as Fire and Ice and Charlie, along with work by photographers including Richard Avedon, Cecil Beaton, and John Rawlings, gave the company a strong connection to fashion imagery. During the Second World War, Revlon supplied makeup-related products to the United States military and received the Army-Navy E Award for industrial excellence in 1944. From the 1950s onward, Revlon internationalized its business and created differentiated divisions aimed at distinct consumer segments, ranging from accessible Revlon products to premium Ultima II and international Princess Marcella Borghese. It also pursued an expansive acquisition strategy. Purchases and investments reached into shoe polish, eye care, pharmaceuticals, deodorants, hair care, professional beauty distribution, fragrance, and other consumer products. The company acquired or developed brands including Almay, Max Factor, Betrix, Mitchum, Cutex, and Elizabeth Arden at different points in its corporate history, although some assets were later sold. In 1985, Revlon was acquired in a highly leveraged transaction by Pantry Pride, later associated with MacAndrews & Forbes and Ronald Perelman. The transaction created a substantial debt burden and led to the disposal of several non-core divisions. Revlon returned to the public market in 1996. In later decades it continued to operate as a global beauty company but faced pressure from changing retail channels, faster-growing specialist brands, debt, supply-chain problems, and intense competition in color cosmetics and skincare. Revlon acquired the Colomer Group in 2013, bought fragrance-management assets in 2015, and completed the acquisition of Elizabeth Arden in 2016. These transactions broadened its portfolio beyond the core Revlon cosmetics label. The company also experienced repeated leadership changes, including the appointment of Debra Perelman as chief executive in 2018, making her the first woman to hold that position at Revlon. On June 16, 2022, Revlon filed for protection under Chapter 11 of the United States Bankruptcy Code. The filing followed years of leverage, operating losses, supply and logistics difficulties, and competitive challenges. Revlon was delisted from the New York Stock Exchange in October 2022. Its restructuring transferred control away from Ronald Perelman's interests toward creditors and senior stakeholders. The company reached agreements intended to support an exit from bankruptcy and emerged from Chapter 11 in May 2023. In 2024, Michelle Peluso was announced as chief executive. Revlon remains an active beauty business with products distributed internationally, although its post-bankruptcy ownership and capital structure differ from those of its former publicly traded parent.
History
Revlon was established in New York City on March 1, 1932, by Charles Revson, Joseph Revson, and chemist Charles Lachman. The founders developed a nail enamel based on pigments, allowing a richer and more varied palette than conventional dye-based formulas. The company initially concentrated on nail products, then added a complete manicure range and lipstick by 1940. Distribution expanded into department stores and pharmacies, and Revlon became a major American cosmetics producer within its first decade. During the Second World War, Revlon manufactured makeup-related supplies for the United States military and received the Army-Navy E Award in 1944. After the war, it invested heavily in visual branding. Full-color magazine photography, coordinated lipstick and nail-enamel shades, unusual product names, and collaborations with prominent photographers helped define the modern beauty-advertising model. Revlon campaigns featuring Dorian Leigh and later other fashion models contributed to the brand's glamorous image. The company began overseas marketing in the late 1950s and had subsidiaries or operations in several European, Latin American, and Asian markets by the early 1960s. Charles Revson also organized the company into divisions serving different price and demographic segments. Revlon addressed the mass market, Ultima II occupied a premium position, Princess Marcella Borghese targeted upscale and international consumers, and other lines were designed for younger consumers, dry skin, or sensitive users. Revlon's corporate strategy became increasingly acquisitive. It bought Knomark, entered eye care through Barnes-Hind, expanded into pharmaceuticals through Armour, and acquired or developed products in deodorants, shampoo, fragrance, professional beauty, and ethnic hair care. Eterna27, Flex, Mitchum, and Charlie were important examples of category expansion. Charlie, introduced in 1973 and marketed to younger consumers, became one of the company's best-known fragrance successes. Revlon also purchased brands such as Almay, Max Factor, and Betrix at various stages, while later divesting selected operations. After Charles Revson's death in 1975, Michel Bergerac led a further diversification into healthcare and other businesses. Some of these acquisitions increased scale but also exposed Revlon to businesses outside its core beauty expertise. In the 1980s, the company faced stronger competition from Estée Lauder and CoverGirl. Revlon responded with additional acquisitions and attempted an unsuccessful hostile takeover of Gillette in 1983. It announced alternative methods to replace animal testing in 1989, an early move of significance in the cosmetics industry. In 1985, Pantry Pride acquired Revlon in a contested leveraged transaction associated with Ronald Perelman and financier Michael Milken. The transaction generated substantial debt. The resulting Delaware litigation, Revlon v. MacAndrews & Forbes Holdings, became an influential corporate-law decision concerning directors' duties during a change of control. Under the new ownership, Revlon sold multiple divisions and separated several healthcare assets. It later acquired Max Factor and Betrix, though those brands were subsequently sold to Procter & Gamble. Revlon returned to the New York Stock Exchange in 1996. The company continued to build a multinational beauty portfolio in the twenty-first century. It acquired the Colomer Group in 2013, bought CBBeauty and related fragrance-distribution assets in 2015, acquired Cutex from Coty in 2016, and completed the purchase of Elizabeth Arden in 2016. These moves broadened its brand portfolio but also added integration complexity. Revlon exited China as a directly operated market in 2013 after weak performance, while continuing to maintain an international presence. By the late 2010s and early 2020s, Revlon faced declining performance, high leverage, changing consumer preferences, supply-chain disruption, and competition from digitally native brands. In June 2022 it filed for Chapter 11 protection, reporting a broad range of assets and liabilities and significant long-term debt. The company was delisted from the NYSE later that year. Its restructuring reduced the influence of Ronald Perelman's ownership interests and shifted control toward creditors and other capital providers. Revlon reached a lender settlement in 2023 and emerged from bankruptcy in May of that year. Michelle Peluso was announced as chief executive in 2024, marking a new phase focused on operating the reorganized beauty company.
- 2023
Revlon emerges from bankruptcy
[1]The reorganized company exits Chapter 11 after agreements with lenders and bondholders.
- 2022
Chapter 11 filing
[1]Revlon files for bankruptcy protection amid debt, competitive, and supply-chain pressures.
- 2016
Elizabeth Arden is acquired
[1]Revlon completes its purchase of Elizabeth Arden, adding fragrance, skincare, and color brands.
- 2013
Colomer Group acquisition is completed
[1]Revlon expands its professional beauty and hair-care portfolio through the purchase of Colomer Group.
- 1996
Revlon returns to public trading
[1]The company is listed on the New York Stock Exchange through a public offering.
- 1985
Revlon is acquired by Pantry Pride
[1]Ronald Perelman's leveraged acquisition changes Revlon's ownership and capital structure.
- 1973
Charlie fragrance launches
[1]The youth-oriented Charlie fragrance becomes one of Revlon's most prominent launches.
- 1962
Revlon enters Japan
[1]Japan becomes part of the company's expanding international network.
- 1944
Revlon receives the Army-Navy E Award
[1]The award recognizes wartime production supporting the United States military.
- 1940
Lipstick and a broader manicure line are added
[1]The business expands beyond nail enamel into a more complete cosmetics offering.
Products and positioning
Accessible, fashion-oriented mass-market beauty with an emphasis on color, glamour, product innovation, and broad retail distribution.
Lip color · 1950
Revlon Super Lustrous Lipstick
A long-running lipstick franchise associated with Revlon's classic color-cosmetics identity. The line is offered in a broad range of shades and finishes and represents the company's traditional combination of fashion-oriented color, accessible pricing, and mass retail distribution.
Face makeup
Revlon ColorStay Makeup
ColorStay is Revlon's complexion-focused franchise, built around longer-wearing foundation and related face products. It extends the brand's promise of dependable everyday makeup and is positioned for consumers seeking coverage and durability across varied skin types and routines.
Nail color · 1932
Revlon Nail Enamel
Nail enamel is the category from which Revlon originated. The brand's early use of pigments enabled a wide shade assortment and helped make coordinated nail and lip color central to its identity. Nail enamel remains a recognizable part of the Revlon portfolio.
Fragrance · 1973
Charlie
Charlie is a fragrance franchise introduced in 1973 and marketed toward younger consumers. Its advertising, including imagery featuring women in trousers, helped associate the fragrance with independence and contemporary femininity. It became one of Revlon's best-known historic fragrance launches.
Hair color
Revlon ColorSilk
ColorSilk is an at-home hair-color line within Revlon's broader hair-care business. It addresses consumers seeking accessible home coloring across a range of shades and complements the company's long-standing presence in mass-market personal care.
Sensitive-skin cosmetics
Almay
Almay is a Revlon-owned cosmetics brand historically associated with products designed for sensitive skin and eyes. It broadens Revlon's portfolio beyond its core fashion-color positioning and has been distributed through mass retail channels.
Beauty and fragrance · 1910
Elizabeth Arden
Elizabeth Arden joined Revlon's portfolio through the 2016 acquisition. The brand contributes skincare, fragrance, and color cosmetics, with a more prestige-oriented heritage than the core Revlon label.
Controversies
2021
Animal-testing controversy in China
PETA removed Revlon from its list of companies regarded as not testing on animals after asserting that products sold in China had been tested by laboratories to satisfy regulatory requirements.
2020
Citigroup payment error involving Revlon creditors
Citigroup mistakenly transferred funds to Revlon creditors in a transaction that led to prolonged litigation. The controversy primarily concerned the bank's payment controls and the legal treatment of the mistaken transfers.
1980
Contamination associated with Armour hemophilia products
Products associated with Armour's hemophilia business were linked to HIV and hepatitis C infections. The later public and legal scrutiny included the period in which the healthcare operation was controlled by Revlon.
Marketing campaigns
- 1973Charlie
International
Advertising for the Charlie fragrance targeted younger consumers and used contemporary fashion imagery, including trousers, to present a more independent and modern image of femininity.
Outcome. Charlie became a major Revlon fragrance success and a durable brand association.
- 1952Fire and Ice
United States
A highly stylized lipstick and nail-enamel campaign that paired vivid red color with dramatic fashion photography. Its visual language helped establish Revlon as a beauty advertiser with strong ties to glamour and editorial fashion.
Outcome. Became one of Revlon's best-known historic advertising campaigns.
- 1945Color cosmetics photographic advertising
United States
Revlon moved from predominantly hand-drawn, often monochrome advertising toward full-color photographic campaigns in magazines and stores. It worked with prominent fashion photographers and used distinctive shade names and coordinated products.
Outcome. Strengthened Revlon's glamorous, image-led positioning.
Brand decisions
2022
File for Chapter 11 protectionOtherBackground
High leverage, competition, supply-chain difficulties, and changing beauty-market dynamics placed pressure on the company.
Action taken
Revlon filed for Chapter 11 bankruptcy protection in the United States.
Aftermath
The filing initiated a restructuring, led to NYSE delisting, and ultimately shifted ownership influence toward lenders and bondholders.
Reported long-term debt. 3.31 billion USD (As of March 31, 2022)
2022
Restructure ownership and capitalStrategyBackground
The bankruptcy plan required a capital restructuring to support continued operations and resolve creditor claims.
Action taken
Revlon announced a plan involving new equity financing and the transfer of majority ownership influence to senior stakeholders and creditors.
Aftermath
Ronald Perelman's ownership interests were expected to be eliminated or substantially displaced as the company reorganized.
Planned equity raise. 650 million USD (December 2022 announcement)
2016
Acquire Elizabeth ArdenM&ABackground
Revlon aimed to add a substantial fragrance, skincare, and beauty portfolio to complement its existing brands.
Action taken
Revlon announced and completed the acquisition of Elizabeth Arden.
Aftermath
The acquisition materially expanded Revlon's global brand portfolio and prestige-beauty exposure.
Purchase price. 870 million USD (2016)
2013
Acquire the Colomer GroupM&ABackground
Revlon sought to expand its professional beauty, hair-care, and international distribution capabilities.
Action taken
Revlon Consumer Products Corp. acquired Colomer Group from CVC Capital Partners.
Aftermath
The transaction broadened Revlon's professional and hair-care portfolio and added brands and distribution capabilities.
Purchase price. 660 million USD (2013)
2013
Exit directly operated business in ChinaStrategyBackground
The Chinese operation had experienced losses and represented a small share of Revlon's international sales.
Action taken
Revlon announced its intention to leave the Chinese market as a directly operated business.
Aftermath
The decision reduced direct operations in China while the company retained a broader international presence.
Recent events
- Unconfirmed
Revlon updates its brand image by looking to its heritage[2]
Reported:
Glossy reported that beauty brand Revlon is updating its image by looking to the past, embracing its status as a heritage brand.
Ice Spice and Revlon launch In Ha Mood fragrance[3]
Reported:
Ice Spice launched her debut fragrance, In Ha Mood, in partnership with Revlon Fragrances, available exclusively at Ulta Beauty online and via its TikTok Shop on August 19, 2026, with in-store availability across the U.S. starting August 23, 2026.
Revlon launches Wonder Woman 1984 makeup collection[4]
Reported:
Revlon introduced a limited-edition makeup collection inspired by Wonder Woman 1984, with the products available to shop on Revlon's website.
Revlon appoints Sofia Carson as global brand ambassador[5]
Reported:
Revlon announced Sofia Carson as its newest Global Brand Ambassador. Her first campaigns for Revlon products were planned to debut in spring 2020.
Sources8 sources
- 1Revlonen.wikipedia.org
- 2露华浓以品牌传承为方向更新品牌形象news.google.com
- 3Ice Spice与Revlon推出In Ha Mood香水prnewswire.com
- 4Revlon推出《神奇女侠1984》彩妆系列allure.com
- 5Revlon任命索菲亚·卡森为全球品牌大使prnewswire.com
- 6Revlon Announces Megan Thee Stallion As Newest Global Brand Ambassadorprnewswire.com
- 7Revlon Announces Sofia Carson As Their Newest Brand Ambassadormarieclaire.com.au
- 8Revlon Appoints Jessica Jung As Global Brand Ambassadorprnewswire.com
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